go-Digital Blog on Digital Marketing

BTM Innovation Framework (business-technology-marketing framework for innovation)

The Business-Technology-Marketing framework for innovation describes the “3-legged stool” that marketers should think about because sometimes innovations in marketing may simply not be enough to break through.  Innovations in business (e.g. pricing or business model) and innovations in technology (e.g. product features, packaging, etc. ) are additional levers that are critical to modern marketing.

Sample Tech Innovations

- iPod – essential tech, design, iTunes
- Palm Pilot – 1-button sync
- Google Chrome vs. Firefox (browser) vs. Internet Explorer

Sample Business Innovations

- Amazon – Amazon Prime shipping
- FreshDirect – one-click recipes
- Canned Tuna – clear the channel
- Gmail – 1 GB storage
- Solar panels on top of Whole Foods
- Netflix – larger selection, home delivery
- Dell – what they need to do

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